Domestication and foreignization, translation terms, were put forward by Venuti, a famous American translation theorist, in 1995 The Translator's Invisibility.

As two translation strategies, domestication and foreignization are the unity of opposites and complement each other. Absolute domestication and foreignization do not exist. In the practice of advertising translation, translators should properly use two strategies according to the specific characteristics of advertising language, the purpose of advertising, the characteristics of source language and target language and national culture, so as to achieve concrete and dynamic unity.

Domestication means localizing the source language, aiming at the target language or the target language readers, and conveying the content of the original text by using the expressions that the target language readers are accustomed to. Domestication translation requires the translator to be close to the target readers, the translator must speak like a native author, and the original author must become an authentic native language if he wants to talk to the readers directly.

Domestication translation helps readers to better understand the translation and enhance its readability and appreciation.

Foreignization means "the translator should not disturb the author as much as possible, so that the reader can get closer to the author". In translation, it is necessary to adapt to the linguistic characteristics of foreign cultures, absorb the expressions of foreign languages, and require the translator to be close to the author and convey the contents of the original text in an expression corresponding to the source language used by the author, that is, to take the source language and culture as the destination.

The purpose of using foreignization strategy is to consider the differences of national cultures, to preserve and reflect the characteristics of foreign nationalities and language styles, and to preserve the exoticism for the target language readers.